The Ford Bronco churned up plenty of talk back in the day. The old school version of this SUV was cool and capable. It was involved in an infamous police chase. Ford discontinued the Bronco abruptly in 1996 and it became a collector car over the years. Restorations of the old Bronco now go for all the money and the debut of the 2021 Ford Bronco paws at the gates.

It’s no secret that the Jeep Wrangler has a distinct aura of freedom. It’s an SUV with unique doorless, topless potential. Plus, it’s a wonder of off-road capability. MotorTrend named the Jeep Wrangler the 2019 SUV of the year. The publication praised the Wrangler calling it “Jeep’s inimitable flagship.” But the novelty of Ford’s new Bronco may overturn the inimitable quality that the Wrangler claims.

The 2021 Jeep Wrangler

The Jeep Wrangler will get some new stuff in 2021, but nothing crazy. It will add some pavement-friendly drive mode features, according to MotorTrend. A little inspiration from the desert-rated Jeep Gladiator will infiltrate the powertrain of the always trail-rated Jeep Wrangler. It will also see some new tech and safety features but will remain basically the same.

The 2021 Jeep Wrangler seems to bank on its long history as an off-roading novelty to continue competing with the all-new Ford Bronco. When the features for the 2021 Ford Bronco are released on Monday, it’s going to be interesting to see how these two really compare. However, as far as novelty is concerned, we think the Wrangler is already getting worried. But it also looks as if the Jeep brand plans to hold strong, trusting itself faced with a new branded Bronco.

The Ford Bronco Brand

Let the “roadeo” begin. According to Ford Media, the Ford Bronco isn’t just a cool new SUV that can off-road with the best of them. This new SUV is its own brand of 4×4 fun. It’s going to be an experience. Additionally, we will begin to see tester locations pop up in various locations where people can go to test drive this Bronco to see if it’s as wild and untamable as its brand says it is.

The Ford Bronco brand includes apparel and an online community. There is really no telling what else the Bronco brand could add to the herd. But the freedom aura is all but stolen from the Jeep Wrangler. The brand basically says if you love the outdoors and you love off-roading, and you love freedom, the Ford Bronco needs to be a part of your lifestyle. Seem familiar?

Additionally, Ford Media posts that Disney is part of the team. What that means, no one really knows the whole story. But as far as branding and creating experiences Disney is pretty much the global ruler.

An outdoor brand, “built wild” but not free

Part of the branding of this outdoor 4×4 fun is the wild aura. The novelty of this outdoor vehicle makes it an SUV that––like the Jeep Wrangler––is just cool. There is absolutely no getting around it.

Drivers of the all-new 2021 Ford Bronco will sit behind the wheel, look at life through a wild tangled mane, and know they can gallop anywhere they want to go. However, “freedom ain’t free.” This bucking Bronco’s get off of my back attitude is already being sold for $100 per reservation.